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What they didn't know they needed


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Research traditionally uncovers known complaints and desires in terms of what
people will tell you. However it is via contextual or ethnographic observation
that you can witness “real world” behaviors, influences, scenarios,
technologies, and actors all of which help you get the sense for what will
truly delight someone or alleviate frustration.

Noticing where people spend their time doing things they “have to” and
don’t “want to” will lead to inspiration of what would make their life
more convenient and less frustrating. An observation of what people want to do,
enjoy doing, or look forward to doing, will lead to inspiration around what
will make them shout from the rooftops in glee.

In this presentation we will discuss how research inspires design and how
reality inspires creativity.

If you simply ask users about what would make life better, you will rarely get
meaningful answers. They are just not good at envisioning revolutionary
solutions. It is really easy trap to fall into during a traditional usability
test to ask “what would the ideal experience be for you?” Unfortunately, if
you base your design on those responses, you won’t get a breakthrough.

Instead of relying on divine intervention for new ideas, we will focus on
activities such as Laddering, Game play, Storytelling and Triading that can
help expose opportunities for radical innovation and designing products that
people can’t live without.

Published in: Design, Technology
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What they didn't know they needed

  1. 1. What They Didn’t Know They NeededMegan Grocki - @megangrockiAmy Cueva - @amycueva
  2. 2. Who are we?Amy Cueva Megan GrockiFounder & Chief Experience Officer Senior Experience mgrocki@madpow.comWe’ll share some stuff…but we are just scratching the surface! @megangrocki @AmyCueva
  3. 3. What (tf) are we going to talk about?ê  Different approaches to research + designê  Getting the right information from researchê  Generating design ideasê  Design execution considerations @megangrocki @AmyCueva
  4. 4. Who are you?@megangrocki @AmyCueva
  5. 5. User-Centered Design We love users. @megangrocki @AmyCueva
  6. 6. Genius Design @megangrocki @AmyCueva
  7. 7. Research Methodsê  Ladderingê  Triadingê  Storytellingê  Game Playê  Desirability Testing @megangrocki @AmyCueva
  8. 8. Ladderingê  Simple & Systematicê  Clinical Psychology/Marketingê  Get beyond surface to their core values and uncover meaningê  Experiences designed based on meaning have more traction than those based on attributesê  The art of asking “Why? Why?” @megangrocki @AmyCueva
  9. 9. LadderingResearch technique to uncover core values @megangrocki @AmyCueva
  10. 10. TriadingDiscover dimensions that are relevant to audience @megangrocki @AmyCueva
  11. 11. Storytellingê  Asking directly about needs and goals can limits our insightê  Give human characteristics to an interfaceê  Their perspective on how they interact with itê  Lets participants explore approaches with their own filters @megangrocki @AmyCueva
  12. 12. StorytellingStorytellingGain insights into human perspectives @megangrocki @AmyCueva
  13. 13. Game Playê  Break free from rigidity of traditional interview stylesê  Ease stress on participants, making them less reservedê  Allows researchers to observe people in competitionê  Capture emotional reactionsê  Insight into communication styles @megangrocki @AmyCueva
  14. 14. Game PlayBreak free of the rigidity of traditional interviews @megangrocki @AmyCueva
  15. 15. Desirability Testingê  Which visual design evokes a better emotional response?ê  Halo Affectê  Why not just ask them which design they like better?ê  Assess emotional impact and how it aligns with brandê  Qualitative & Quantitative @megangrocki @AmyCueva
  16. 16. Desirability TestingAssess the emotional impact of a design@megangrocki @AmyCueva
  17. 17. Other research approachesê  Laddering ê  Contextual Inquiryê  Triading ê  Ethnographyê  Storyteling ê  Bodystormingê  Game Play ê  Early usability testingê  Desirability Testing ê  Comics, sketching @megangrocki @AmyCueva
  18. 18. Findings Prioritization, Visualization, & Team Building 1 2 3 4 5 6 7 Lo Importance Hiw gh @megangrocki @AmyCueva
  19. 19. So you’ve gotten to the core of what makespeople tick, their emotional triggers, and theircognitive expectations. The team gets it.Now what?? @megangrocki @AmyCueva
  20. 20. Generate some frackingamazing ideas. @megangrocki @AmyCueva
  21. 21. But wait… First you need to figure some things out.ê  What are your experience objectives?ê  What is your organization’s risk tolerance threshold?ê  Who will be involved in generating ideas, communicating them, and executing on them?ê  Who are your allies? Form a multi-disciplinary team and start communicating from the start. @megangrocki @AmyCueva
  22. 22. Brainstorming. Let’s get this party started right.ê  Lotus Blossom Techniqueê  Brain Writingê  Brain Drawingê  User-Centric Narrative & Storytellingê  Slot Machine of Goodnessê  Brainstorming Solo Chauncey Wilson is the master. @megangrocki @AmyCueva
  23. 23. Lotus Blossom Technique A B C A B C Topic D D Topic E E F G H F G H @megangrocki @AmyCueva
  24. 24. Brain WritingProcedure 1 1.  Present a group with a request for ideas 2.  Ask people to write down ideas 3.  Take those ideas and pass them to another person who reads the ideas and adds several more 4.  Iterate several times (generally taking no more than 5-15 minutes)Procedure 2 1.  Hand pages out to each person 2.  Ask the person to write 3 ideas on a page and put it in a pile and take one from the pile (or a clean sheet), read the items and add a few more 3.  Repeat several times and collect all the pages 4.  Twist: This method could be tried via email @megangrocki @AmyCueva
  25. 25. Brain Drawing ê Round robin brainstorming for rapidly generating concepts & ideas ê Requires people to write and draw quickly and show their results to others on the team ê Twist: This could be tried in “asynchronous” fashion in a group areaBrain Drawing for the concept “Filter Object” @megangrocki @AmyCueva
  26. 26. User-Centered Narrative & Storytelling @megangrocki @AmyCueva
  27. 27. Slot Machine of Goodness ê  Select Topic ê  Lists in Columns ê  Select one from each column ê  Ideas in the overlapTopics Maslow’s Channels, Hierarchy Attributes, of Needs or Methods @megangrocki @AmyCueva
  28. 28. Solo Brainstormingê Take your work offsite. Go for a sensory overload or underloadê Go crazy on a whiteboard. SKETCH. Just. Go. Crazy.ê Take a shower. The water increases circulation to your brain.ê Caffeinate and eat chocolate.ê Go for a drive, rock out. This can facilitate your “brain marination”.ê Take a break, or switch tasks.ê Go to sleep. But before you do briefly contemplate the problem.ê Talk to someone who has no idea about the problem space. @megangrocki @AmyCueva
  29. 29. Execution Considerationsê  Communicate: What is the best way to communicate these ideas? Make the business case. Speak their language.ê  Divide and conquer: Distribute concepting responsibilitiesê  Validate: A design is just a hypothesis until you see it being used.ê  Prioritize: How will you prioritize the ideas?ê  Roadmap: Determine your plan for execution. @megangrocki @AmyCueva
  30. 30. Give the business what they didn’t know they needed.ê  Gradually integrate user touch points into every project.ê  De-mystify it. Don’t freak them out with big words or big budgets to start (unless they get it of course).ê  Involve the business in the process. Have them brainstorm. Have them design. Have them witness research and testing.ê  Work with them, how can they make sure this idea will not lose the business money or get them fired?ê  Introduce corporate design challenges. @megangrocki @AmyCueva
  31. 31. Questions? ??? @megangrocki @AmyCueva
  32. 32. Contact UsAmy Cueva Megan GrockiFounder & Chief Experience Officer Senior Experience @megangrocki @AmyCueva